40ft.tall
A heritage brand inspired by family, memory, and the people who taught us to stand tall.
Named in honor of her late father, affectionately known as "Tall," 40ft.Tall transforms family traditions into modern adornment. What began with oversized crocheted scarves has grown into a collection of heirloom-inspired jewelry, feathers, textiles, and vintage treasures designed to preserve stories through art.
CAMPAIGN STRATEGYDesigning objects that carry memory.
Instead of following trends, 40ft.Tall is built around cultural preservation through adornment.
The brand began with extra-long crocheted scarves, taught by Jona's mother and modeled by her father, Joseph "Tall" Wigfall. As the work evolved, so did its mission—expanding into handcrafted jewelry, feathers, vintage objects, and wearable art inspired by the traditions of the Gullah Geechee people and the Indigenous communities that continue to influence the family's story.
Every collection is approached like an archive rather than a product line. Materials are selected for their symbolism, craftsmanship, and history, creating pieces that encourage conversation instead of consumption.
The name 40ft.Tall reflects more than height. It is a declaration that while history may have denied Black Americans the promise of "forty acres and a mule," dignity cannot be withheld. We choose to stand forty feet tall—in pride, in resilience, and in remembrance.
